The Premier League is set to secure a lucrative £40m sponsorship deal with Guinness, beating out competition from Heineken. The proposed agreement, worth £10m a year, is expected to begin next season and will provide a significant financial boost for the league’s 20 clubs.
According to sources, the deal with the FTSE-100 drinks giant Diageo, which owns Guinness, is valued at over £41m over a four-year period. This partnership marks a departure from Guinness’s traditional association with rugby union, as the brand looks to expand its presence in the world of football.
The Premier League’s current partnership with Budweiser’s owner, AB InBev, will be replaced by the new Guinness sponsorship deal. This development comes amidst heightened scrutiny of the league’s finances, following its failure to reach a redistribution settlement with the English Football League.
The proposed agreement coincides with the ongoing discussions around the Football Governance Bill, which aims to establish an independent watchdog for the sport. Premier League chief executive Richard Masters has expressed concerns about increased regulation potentially harming the English football pyramid.
Both the Premier League and Diageo have declined to comment on the reported deal. Stay tuned for further updates on this exciting development in the world of English football.